Recently, things in the mobile phone circle and the automobile circle are very lively, and it is also very messy, some people say that Huawei's mobile phone sales are very large, the sales of Huawei's car business are growing rapidly, and the business is also very large, Yu Chengdong should also learn the advanced experience of the industry, hand over the mobile phone business, and arrange for a new supervisor to be responsible, and devote himself to the automobile business, all in the car bu, and make the car business bigger and stronger quickly!
My botched opinion is, don't!
Now with the development of the Internet, enterprises have been deeply affected by the fan economy and the Internet economy, and many new car-making forces, even digital mobile phone manufacturers, are building Internet celebrity IP with the boss or leader as the core, replacing the previous advertising spokesperson model, which not only saves advertising costs, but also deeply rooted the brand image in the minds of consumers.
Although the Internet celebrity boss has a huge amount of traffic, a lot of fans, and the ability to drive consumption, there is also a disadvantage to this, that is, the IP of this character cannot be moved, cannot be removed, and once the character does not exist, the traffic and consumption power brought by it will also disappear or be sharply reduced.
There are many such personas IP, such as Li Xiang of Li Automobile, Li Bin of Weilai, He Xiaopeng of Xiaopeng Motors, Yu Chengdong of Huawei, Dong Yuhui of Dongfang Selection, etc., they are not simple anchor IP (words and deeds traffic, not simple live broadcast traffic), they have an entrepreneurial image, a corporate symbol image, and a product delivery image.
In the same way, losing them would be a huge loss and an immeasurable cost. In the face of this long-term accumulation of image and created personality characteristics, the consumer market has agreed with each other's tacit understanding.
Obviously, Yu Chengdong has been accumulating fixed image characteristics and personal charm in Huawei mobile phones for a long time, creating distinctive personality and language characteristics such as "Yu Dazui", "Far ahead", "If you want to be the first in the industry", you have accumulated a large number of fans and supporters. If he leaves the Huawei mobile phone and devotes himself to the Huawei car, the Huawei mobile phone will no longer appear in his figure, no longer have his influence, no longer have his label, and that Huawei mobile phone will lose a certain influence.
is a very realistic example, Dong Yuhui is such a model, when he was in the live broadcast room of Dongfang Selection, Dongfang Selection was very popular, the sales volume was very high, and the turnover was very good. When he switched to the live broadcast room with Hui, the live broadcast room with Hui was very popular, the sales volume was very high, and the turnover was very good, but Dongfang Selection was getting worse, and the turnover and fan popularity were declining simultaneously. This is when the IP is gone, the appeal is gone, the fans are gone, and only a part is left! This is a model of the Internet celebrity economy, a model of IP, although Yu Minhong has repeatedly refused to admit that they are MCN institutions, but the status quo of their reliance on Internet celebrity IP cannot be erased, but Yu Minhong wants to standardize, capitalize, and control risks.
The bosses of these new forces, or the personal IP to drive user traffic, are essentially the same as Dong Yuhui, except that Dong Yuhui sits in the live broadcast room, and the corporate boss IP does not sit in the live broadcast room, but stands at the new product launch conference, one high-frequency, one low-frequency, one outputs a wide variety of SKUs, and one outputs a small number of SKUs.
Therefore, Huawei's mobile phone business and Huawei's car business need Yu Chengdong's leadership, even if there are subordinates to assist in management, but the character has to be him, don't change.
If you hand over the mobile phone business to the new supervisor and build your own car, the mobile phone business will only lose the IP tags accumulated for a long time, lose some users, and the new IP will use time to accumulate new tags and precipitate new fans and purchasing power. Obviously, this process of replacement is a loss, a pain, and can be fatal.